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A 27-year old E-Commerce Entrepreneur has vowed to take on Internet monolith Google at its own game.

Adam Blair, who is best known for helping people avoid speeding tickets, has started a brand new Search Engine which he claims has the potential to challenge Google's dominance within 5 years.

windizzi.com, which launched on April 29, 2007, has already attracted 9322 "Founder Members" with over 79,000 search queries performed in the first 3 weeks alone.

The idea behind the venture is based on a joint ownership model where users of the Search Engine can register as a "Founder Member." Registering entitles them to a small portion of the value of the company and is completely free.

windizzi's Founder plans to emulate Google, where many of its employees became millionaires overnight upon its flotation on August 19, 2004, which valued the company at $23 billion, Blair said.

However, he claims that windizzi is distinctly different from Google:

"The whole idea behind windizzi is that the content, the results, the features, even the look and feel of the site will be decided by the users. It won't be a case of a board of directors saying 'this is what we are going to do' and then serving something up to users that they don't really want," Blair said.

Even the company's corporate logo is to be designed by users, he said.

"We are introducing a voting system where people can upload their own windizzi logo and other members will be able to vote on each one. The logo with the highest score will become our corporate logo," Blair said.

It's this user-generated focus that Blair believes is the biggest reason for windizzi's initial success.

But he wants windizzi to be much more than to be a minor player in the Search business, he said: "We are going after the big boys. Google needs a true competitor in the Search Engine race and there is no one who looks like taking to the fight to them at the moment. That's my vision for windizzi."

And Blair is not shy about coming forward to challenge the Internet giant, which Blair said features a staff of more than 11,000, compared to windizzi's current five employees. On the windizzi home page, there is a link saying "Can windizzi REALLY be better than Google?" demonstrating windizzi's ambition towards their target.